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I began my career as a technical writer and for years I thought of marketing as the evil empire. Technical writers are concerned with accuracy, clarity, and consistency. Marketing writers? As far as I could see, they would say anything to sell–they knew little about the product or service and cared less.

Then I discovered something: customers like the truth. They like the truth as much as I do. They look askance at promises that might never be delivered or at claims that have nothing to back them up. They are tired of hearing empty phrases, like “state-of-the-art, superior, best-in-class service” because everyone, from the airline they fly to the local coffee shop, promises state-of-the-art, superior, best-in-class service.

How do your customers know if you are telling the truth? You provide photos, testimonials, case studies (I love case studies!), awards, and details on industry standards that you meet. You describe continuing education, certifications, and participation or leadership in industry events. You share your expert advice and experience.

The truth is also revealed by the way you write: with accuracy, clarity, consistency and a focus on the information customers want most—do you understand my problem and how will you solve it? Every customer problem and question is worthy of consideration. Your goal is to find and share answers to the most pressing customer questions. And admit when you don’t have the answer.

Every company has something that makes it uniquely qualified to help its customers, because every company is the result of someone’s unique vision. Let customers know about you. The truth about your company is a major differentiator. Did you start or build your company because you identified a lack in your region, took a different approach in your field, recognized an opportunity that others missed, wanted a chance to help others, found an outlet for your creativity, discovered a neglected customer need? All or none of the above?

My background as a technical writer means that I have worked in fields as diverse as construction, coaching, manufacturing, healthcare, software development, and retail. Regardless of the industry, I have kept and verified my belief that customers appreciate the truth as much as I do. After all, aren’t we all customers of someone?

When you tell the truth about your company, you enable customers to connect with you. You build a relationship based on a firm foundation, which means customers will return again and again. Let me help.

I happen to be Jewish, so my holiday is Chanukah. When casual friends wish me a Merry Christmas, I enjoy the spirit in which the wish was given and thank them.

But when companies focus all their marketing copy on Christmas, I wonder why they refuse to recognize those customers who do not celebrate that particular holiday. No one is asking for twenty ads for twenty different religious observances; but a simple “Happy Holidays” reaches out to everyone. The expression is respectful to your beliefs and mine.

Some organizations are created to provide products and services solely for one group of people (one religion, one gender, one difference) and that’s fine. For the rest, being inclusive and tolerant should be an easy choice.

Some of the women in my family have names that are appropriate for either male or female. If someone hearing their name mistakes their gender, that’s a very excusable mistake.

But when an entire company writes marketing copy as if women (or men) do not exist, I wonder why they exclude at least half their potential customers. Several alternatives exist to a universal “he” (or “she”): the marketing copy can address customers directly as “you”; or alternate “he” and “she” in examples; or use the plural (“customers,” “they”).

I happen to be short; in fact most of my family, including some of the men, stopped growing around 5’1″. Our shortness is a minor challenge, and we are very grateful to all those who are 5’6″ and over, who help us load carry-ons into overhead bins and select the spaghetti sauce we want from the top shelf in the market.

But when an entire company refuses to recognize differences among people in their marketing copy–when all their photos show trim, gorgeous, 6-foot models in luxury settings instead of real people having real interactions–then I wonder who exactly are they appealing to?

When you are inclusive and tolerant, your world expands. When you are exclusive and intolerant–even by accident–your world contracts. As a business owner, you want as many customers in the largest world possible. The choice of inclusion and tolerance falls in the category of enlightened self-interest.